Arjun Rampal would soon kick-start shooting for director Tigmanshu Dhulia's JAI RAMJI. Aiming at breaking the monotony of chick flicks as well as romcoms that have been releasing and flopping practically every week, Tigmanshu believes that it is high time filmmakers realise what works and what doesn't for the 'aam junta'.

'During the last 15-20 years, there has been an abundance of romcoms and chick flicks that have invaded Bollywood. Now these are all urban centric films that were basically designed for NRI audience. After a point this segment of audience got bored too and started shunning such films,' details Tigmanshu, 'Because we were not addressing the real heartland if India, a new trend came with Bhojpuri cinema. But then due to its local flavour, it couldn't have created much niche for itself either.'

'Meanwhile what has worked in favour of filmmakers like me is that now multiplexes are not just restricted to big cities but also in smaller towns like Banaras, Allahabad, Jabalpur etc. For audience out there, you can neither show them a chick romcom nor would a Bhojpuri film work there. These are the places where the real middle class lives,' says Tigmanshu, 'Now they aren't illiterates either. There are doctors and lawyers there as well who want to be entertained but with something that speaks their language.'

The director is also quite sure that JAI RAMJI, despite being real in terms of subject, plotline and treatment, won't have a dark setting to it. 'I am quite clear about this that neither do I like to watch very dark films nor do I ever intend to make one,' he says, 'Neither HASASIL nor SHAGIRD were dark; ditto is the case with JAI RAMJI as well.